원문정보
A Study on the Customer Segmentation Using Multi Criteria Importance-Performance Analysis
초록
영어
The biggest difficulty the small and small business currently face is not to have the effective cusomer management system that is the computerization of management. This suggests their will to introduce data marketing in order to differentiate 'Customer Marketing' and 'One to One Marketing'. The potential needs as well as visible needs of customer should be considered in order to research and analyze the customer data. At this point mayor enterprises are paying much attention to Customer Segmentation and their related markets are expanding rapidly. I'll give a brief introduction to the Multi Criteria Importance-Performance Analysis and go into the problems that should be considered and which phase to emphasize when building this system.
목차
1. 서론
2. 선행연구
3. 고객 세분화 전략 모형
3.1 IP 분석의 개념
3.2 다기준 SN비 의사결정
4. IP분석에 의한 고객 세분화 분석 및 적용 방안
4.1 변수의 가중치 결정
4.2 기업 적용에 의한 고객 데이터 분석
4.3 IP 분석에 의한 고객 세분화 방법
5. 결론 몇 향후 연구과제
6. 참고문헌